B2B copywriting and content strategy with Tom Wearing

We’re joined by freelance B2B copywriter and content strategist, Tom Wearing.

Tom started his career as a graduate in a client services role at a large B2B marketing agency. He realised fairly quickly that he was better suited to working as a creative, and moved into the agency's copywriting team. Tom has developed a reputation for being an excellent copywriter, and has been working freelance since early 2022. Currently, his main focus is working with B2B agencies to support their enterprise accounts.

In the episode we cover:

• What forms B2B content can take
• Where good content starts
• What components will a good piece of content have
• What are the biggest challenges when creating B2B content
• What is the ideal relationship between strategist and creative
• Why are creative and strategy separated
• Tom's writing process and how it has evolved over time
• The role, if any, of AI in writing
• What does a good creative brief look like?
• How Tom divides his services as a copywriter and content strategist
• Tom's one piece of marketing advice for B2B businesses
• Tom's most contrarian B2B marketing take

Find Tom on LinkedIn: https://www.linkedin.com/in/tom-wearing-b6406b129/

Find Richard on LinkedIn: https://www.linkedin.com/in/richardcosteloe/ 

Find Casla on LinkedIn: https://www.linkedin.com/company/casla-agency/ 

Learn more about Casla: https://www.casla.agency/